本研究欲在了解產品推薦人是否會影響消費者的衝動性購買，而在生活上由於物價愈來愈高因此產品的性價比也是消費者所重視的。在文獻探討上指出衝動性購買行為會由個人態度去驅使，因此在本研究裡加入個人態度為中介變數去探討過程。產品代言人為比較廣義的稱呼泛指各領域的專家、明星、素人代言人和現今因為網路視頻興起的直播主或是Youtuber，而朋友代表著每一個消費者身邊的朋友。因此在本論文中產品推薦人可分類為產品代言人推薦與朋友推薦，進而分析彼此的差異所帶來的效果為何。過去的研究多著重在產品代言人在購買傾向的效果差異，但現實生活中朋友也時常帶給我們影響，不論是行為上的影響或是觀念上的影響，而消費者在下購買決定前也可能會詢問周遭朋友購買建議。在研究方法上採用網路問卷調查法隨機分配兩份問卷分別為代產品代言人推薦與朋友推薦，之後透過統計分析中介模型的效果。研究結果發現個人對產品品質的態度在產品推薦人與衝動性購買行為之間存在完全中介效果。

Due to the rising price of goods, customers are paying more attention to the cost-performance ratio of products. The purpose of this study is to examine the relationship be-tween product recommenders and customers' impulse buying behavior. Moreover, previous literature showed that impulsive buying is driven by personal attitude, hence, personal atti-tude is examined as a mediator of the relationship. Product recommenders can be classified into product endorsers and friends who recommend products to customers. Product endorser is a broader term that refers to experts, celebrities, amateur endorsers, broadcasters, or YouTubers in various fields. Friends are limited to friends around customers. In this study, we analyzed the differences in the effect that two types might have on customers’ impulse buying. Past researchers mostly focused on the difference in the effect of product endorsers on pur-chase intentions. However, in real life, friends might also have an influence on our behavior patterns or thinking patterns. Consumers may also ask their friends for advice before making a purchase decision. In the research method, participants were randomly assigned to two dif-ferent conditions, products recommended by a product endorser and products recommended by a friend with filled into an online questionnaire. Then, the effect of the mediation model was statistically analyzed. The results found that personal attitudes towards product quality presented a complete mediating effect between product recommenders and impulsive buying behavior.

余億盈(2016)。北商學報，27～30， 第 1-24 頁
Ajzen, I. (1987). Attitudes, Traits, and Actions: Dispositional Prediction of Behavior in Per-sonality and Social Psychology. Advances in Experimental Social Psychology ,1-63.
Ajzen, I. (2001). Nature and Operation of Attitudes. Annual Review of Psychology, 52(1), 27-58.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity en-dorser effects and advertising effectiveness: A quantitative synthesis of effect size. In-ternational Journal of Advertising, 27(2), 209-234.
Aronson, E. (1999). The power of self-persuasion. American Psychologist, 54(11), 875-884.
Barry, C. M., & Wentzel, K. R. (2006). Friend influence on prosocial behavior: The role of mo-tivational factors and friendship characteristics. Developmental Psychology, 42(1), 153-163.
Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.
Burnkrant, R. E., & Unnava, H. R. (1995). Effects of Self-Referencing on Persuasion. Journal of Consumer Research, 22(1), 17-26.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7(3), 282-295.
Feick, L., & Higie, R. A. (1992). The Effects of Preference Heterogeneity and Source Charac-teristics on Ad Processing and Judgements about Endorsers. Journal of Advertising, 21(2), 9-24.
Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. The Journal of Abnormal and Social Psychology, 58(2), 203-210.
Fischer, C. S. (1982). What do we mean by ‘friend’? An inductive study. Social Networks, 3(4), 287-306.
Hayes, A. F., & Scharkow, M. (2013). The Relative Trustworthiness of Inferential Tests of the Indirect Effect in Statistical Mediation Analysis: Does Method Really Matter? Psycho-logical Science, 24(10), 1918-1927.
Heiser, R. S., Sierra, J. J., & Torres, I. M. (2008). Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect. Journal of Advertising, 37(4), 75-84.
Holton, R. (1994). Deciding to trust, coming to believe. Australasian Journal of Philosophy, 72(1), 63-76.
Iyer, E. (1989). Unplanned Purchasing: Knowledge Of Shopping Environment And. 65(1), 40-57.
Jacobson, R., & Aaker, D. A. (1987). The Strategic Role of Product Quality. Journal of Market-ing, 51(4), 31-44.
Kalla, S. M., & Arora, A. P. (2011). Impulse Buying: A Literature Review. Global Business Review, 12(1), 145-157.
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The Dual Credibility Model: The In-fluence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Per-sonality and Social Psychology, 75(1), 5-18.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5), 319-329.
Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence. Journal of Business Research, 21(2), 159-173.
Nan, X. (2007). Social Distance, Framing, and Judgment: A Construal Level Perspective. Hu-man Communication Research, 33(4), 489-514.
Rogers, E. M., & Cartano, D. G. (1962). Methods of Measuring Opinion Leadership. The Pub-lic Opinion Quarterly, 26(3), 435-441.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189-199.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. Interna-tional Journal of Advertising, 39(2), 258-281.
Shapiro, E. G. (1980). Is Seeking Help from a Friend Like Seeking Help from a Stranger? So-cial Psychology Quarterly, 43(2), 259-263.
Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3), 278-292.
Somervuori, O., & Ravaja, N. (2013). Purchase Behavior and Psychophysiological Responses to Different Price Levels. Psychology & Marketing, 30(6), 479-489.
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.
Urberg, K. A., Değirmencioğlu, S. M., & Pilgrim, C. (1997). Close friend and group influence on adolescent cigarette smoking and alcohol use. Developmental Psychology, 33(5), 834-844.
van ’t Wout, M., & Sanfey, A. G. (2008). Friend or foe: The effect of implicit trustworthiness judgments in social decision-making. Cognition, 108(3), 796-803.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(1), 71-83.
Zuwerink Jacks, J., & Cameron, K. A. (2003). Strategies for Resisting Persuasion. Basic and Applied Social Psychology, 25(2), 145-161.